Lecture 8 Notes

Integrated Marketing Communication (IMC)
Introduction
The Integrated Marketing Communication (IMC) is the process of developing and

implementing a communication strategy that integrates all marketing channels and
activities. The idea behind IMC is that it provides a more comprehensive approach to
marketing by combining all of the different parts of marketing into one cohesive
strategy.
American Marketing Association (AMA) defines IMC as “a planning process

designed to assure that all brand contacts received by a customer or prospect for a
product, service, or organization are relevant to that person and consistent over
time.”
It is a marketing concept which unifies brand message to make it consistent across

all media and aligns the marketing and communication objectives with the business
objectives. Integrated marketing communication is also a customer-centric approach
which ensures that all the brand messages and values received by the customer for
a product or service are relevant and consistent over a period of time.
Under integrated marketing communication, different ways of promoting a brand are

integrated together for maximum effectiveness and better results. It helps to ensure
that the customer receives the right information at the right time and right place.
Moreover, it helps to make sure that all forms of communication are connected and
integrated together to promote the business.
Advantages of IMC
 IMC provides a unique product/service experience communicated through

modern and creative marketing campaigns.
 IMC improves efficiency in the marketing function as it incorporates all other
isolated partitioning functions into one. Such integration delivers effective
marketing strategies.
 IMC plays an important role in building close customer relationships. Such
strategies provide what is expected and needed by the customer in the right
quantity and manner.
 IMC focuses on sales, brand image and customer satisfaction dimensions
equitably. All other functions integrates to maintain all these dimensions.
 Integrated approach remarks on a strong, favorable, positive and unique
brand association of products/services in the memory of customers.
 IMC provides information to the customers about what they want and seek
and provide necessary information about their needs.
Disadvantages of IMC
 IMC strategy is not easy to develop and implement.

 Integration involves various functions, departments and individuals which may
involve group control issues, resource allocation issues and flexibility issues.
 IMC strategies involve huge arrangements, which requires a huge budget and
effort. There is always an issue of budgetary restriction.
 Integration reduces accountability. It is difficult to quantify the effort due to
integration. In IMC, it is difficult to measure the return and risk of individual
effort.
 Integrated Marketing Communication is more a strategic approach rather than
a tactical one. Application and implementation aspects are weak.
Integrated Marketing Communication Process
Elements of Integrated Marketing Communication (IMC)
There are different elements of integrated marketing communication which operate

at different levels of their efficiency. The following are the elements of Integrated
Marketing Communication:
Advertising
Advertising is any paid promotion of a product, service or idea in order to attract the
attention, engagement and interest of the consumers and ultimately increase the
sales. Various media such as television, newspapers, magazines, web pages,
billboards, videotape, etc. are used for advertising the product or service. Advertising
is one of the most common and important ways of providing information to the
consumers and making them update about new products and services in the market.
Similarly, advertising influences consumer’s views, opinions and perception
regarding the products and services and persuades them to buy. It is one of the
ways of creating a unique brand image among the consumers.
Sales promotion
Sales promotion is one of the effective ways of encouraging the consumers to buy a
certain product or service by providing various types of short-term incentives such as
distribution of free samples, coupons, discounts for higher purchase, premium give
away, two-for deals, free shipping, sales contest and others. It helps to draw the
attention of the consumers and generate immediate sales. Moreover, it helps to
engage the customers and promote the products and services to a larger audience.
Direct Marketing
Direct marketing refers to the way of directly communicating with the target
customers through a variety of activities such as direct mailing, telephone, fax,
internet, telemarketing, etc. The main purpose of direct marketing is to create
personal touch and connection with the customers so that they will respond and
purchase products or services from the company. With the increase in online
shopping and reliance on credit cards, it has become necessary for marketers to
connect with the customers directly. Companies can send discount coupons,
catalogs, postcards, letters on special days to approach customers directly which
also helps to retain them.
Personal Selling
Personal selling involves face-to-face interaction with the buyer where the seller
convinces the buyer to buy their product or service. Salespeople present
presentations about the products, answer the queries of customers and take orders
from them. This type of selling is useful in building long-term relationships with the
customers. Similarly, the seller can modify and customize the message as per the
needs of the buyer. However, this method of selling can be expensive since the
company has to give commission to the salesperson for every product they sell.
Public Relations
In simple words, public relation refers to those programs which are directed towards
maintaining a sound relationship between the organization and the public.
Companies can evaluate public attitudes, views, opinions, execute a program related
to earning public trust and understanding, introduce policies and procedures with
public interest and others to build healthy public relations. Likewise, they can
participate in community work, sponsor social events, raise funds for needy people
to improve the brand image. Public relation is one of the strong communication tools
which helps to earn high credibility and trust in the society.
Social Media Marketing
Social media marketing is the process of promoting business through various social
media channels such as Facebook, Instagram, TikTok, Twitter, YouTube, WhatsApp
and others. In today’s world, social media has become one of the major promotional
tools for advertising products and services because everyone is in social media and
companies can capture the massive attention of their target audience through social
media marketing. They can interact with customers, make them update about new
products, engage and persuade them to purchase their products through social
media. Social media marketing is proving to be the future of promotions as they have
the ability to be highly interactive and reach a larger audience.

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Lecture 8 Notes

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Integrated Marketing Communication (IMC)

The Integrated Marketing Communication (IMC) is the process of developing and

American Marketing Association (AMA) defines IMC as “a planning process

It is a marketing concept which unifies brand message to make it consistent across

Under integrated marketing communication, different ways of promoting a brand are

 IMC provides a unique product/service experience communicated through

 IMC strategy is not easy to develop and implement.

Integrated Marketing Communication Process

Elements of Integrated Marketing Communication (IMC)

There are different elements of integrated marketing communication which operate

Social Media Marketing

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